For the full article, see imediaconnection.com/content/33370.asp.

Since the beginning of the banner ad, brands and agencies have been asking the same question: what is my click-through rate? It has become an obsessive metric for many digital campaigns. But while the CTR may be simple, it also may be useless. So when it comes to tracking and optimizing campaigns, what are the metrics we should be measuring? The truth is, there isn't a one-size-fits-all answer. But every company should be asking this question: what behavior do we want to elicit from the consumer? Engagement is the key, and tracking it for optimization is the challenge. Morpheus Media's chief media officer Shenan Reed speaks to iMedia about why we should toss the click-through rate aside. She also talks about why the TV model of media buying may be the way of the future for digital.

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